Historically Viceroy Brandy had a very masculine, mostly male African target audience, and the brand is linked to African traditions and culture. So Viceroy is strongly associated with lineage and patriarchy – a dignified drink proudly enjoyed by generations of African men.
As time moved on Viceroy was at risk of not being relevant in changing times: the rise of feminism, female empowerment and gender equality. It was about time we listened.
So we did something brave and went after a completely new consumer segment, without alienating our current audience. We follow the story of a family of boxers in the Eastern Cape, and their struggle and sacrifice to become the next generation of champions.